Strategic Decisions and Outcomes

 Ayurveda validated by Modern day science

The Company’s strategy is based on the foundation of Ayurveda, validated by modern
day science. With over 135 years of heritage and experience in Ayurveda, Dabur is
widely known as custodian of science based Ayurveda. They consider health care
portfolio a great repository of Knowledge and strong driver of profitable growth.
Result
The penetration of OTC products is currently very low in India. The rising disease
burden, particularly lifestyle ailments, and the growing preference for alternative systems
of medicines will ultimately provide enormous growth opportunities for Ayurveda and
Ayurvedic remedies in the future.
 Mitigation Strategy (Plastic Management )
As a responsible organization, Dabur has joined hands with Central Pollution Control
Board (CPCB) approved recyclers and processors to collect all types of post-consumer
plastic waste and process/recycle them. This initiative has been successfully rolled out in
6 states in FY 2018-19 and is now being extended to 25 states The recyclable waste is
sent for recycling whereas the non-recyclable waste is transported to Waste-to-Energy
Plants and cement kilns for incineration We have also formed a consortium with other
corporates to put together the system for collecting post-consumer plastic waste,
particularly non-recyclable multilayer plastics (MLP)
Result
Increase in collection of plastic waste and MLP Created value for all stakeholders
especially for the community in which they operate.
 Multi-prolonged strategy
Adopted by Dabur to target spurious and counterfeit products manufacturers including
label printers, in collaboration with local authorities across states.
Result
Our strategy resulted in over 200 raids by local authorities across 19 states Seizure of
goods worth over 10 Crores.
 Bush to Brand Approach
Dabur practices old-age Ayurvedic knowledge with state-of-the-art scientific powers to
develop the products that are unique and difficult to substitute. Strong in-house research
team focused on “bush-to-brand” approach ensures all the individual ingredients and
products meet consumer needs and expectations and are compliant with regulatory
standards.
Result
 Sustained Revenue and consumer profitability.
 Increased consumer reach.
 Known as the most trusted Ayurvedic brand in India.
PRODUCT MIX SERVED

PRODUCT LENGTH AND WIDTH

WIDTH

HAIR OIL SHAMPOO ORAL BABY AND HEALTH

CARE SKIN CARE SUPPIMENTS
Dabur Amla Dabur Vatika Dabur Red Dabur Dabur
Hair Oil Shampoo Tooth Paste Ayurvedic Chyawanprash
Baby Care
Vatika Hair Vatika Dabur Babool Gulabari Skin Dabur Honey
Oil Dandruff Care
Control
Dabur Anmol Vatika Split Dabur Lal Herbal & Dabur Glucose
Treatment Dant Manjal Medicated
Shampoo Soaps
Vatika Vatika Dabur Oxylife Beach
Enriched Hairfall Meswak
Coconut Hair Treatment
Oil Shampoo
Almond Dabur Fem
Shampoo

WIDTH

FOODS HOMECARE OTC & DIGESTIVES GUAR GUM

ETHICALS
Real Odomos Energisers Dabur Gaur Gum
Hajmola Products
Active Odonil Cough & Cold Pudhin Hara
Hommade Sanifresh Women’s Nature Care
Health
Hajmola Odopic Ethicals
Yoodley
PRODUCT DEPTH

Hair Oil

 Dabur Amla Hair Oil - Increasing Penentration

 Vethika Hair Oil - Targeting share gain.
 Dabur Anmol - Value Platform

Shampoo

 Vathika Root Strenghthening

 Hair Conditioning
 Vathika Dabdruff Control

Oral Care

 Dabur Red Toothpaste - Traditional Energy

 Babool Toothpaste - Herbal equity and value

Baby and Skin Care

 Dabur Ayurvedics Baby Range

 Gulabari skin care Range
 Herbal and medicated soaps

Health Supplements

 Chywanprash
 Glucose and other nutrition supplements
 Honey

PRODUCT CONSISTENCY

Product mix consistency is the amount of difference exists in the line of products.
Dabur serves in FMCG sector so the relationship is close with the product mix so it
is said to be highly consistent.
  The distribution channel used by the Dabur is same
 Communication and branding channels
 Same customer base
 Similarity in raw material and packaging material.

MARKETING MIX

Marketing Mix of Dabur analyses the brand which covers 4Ps (Product, Price,
Place, Promotion) and explains the Dabur marketing strategy.

Product:

Dabur has a wide range of product portfolio. The following are the products in the
marketing mix strategy offered by Dabur globally:

• Hair Care : Dabur Amla and Vatika Naturals

are the brands in this category.This category
includes products such as Hair oils,
Shampoos, Conditioners, Hair Cream, Hair oil
treatment, Shampoo replacement, Men’s hair
tonic, Men’s hair cream and kids oil.

• Oral Care: Dabur Herbal and Dabur Meswak are the two brands offered in this
category. The products include a range of natural toothpastes from the house of
Dabur (Classic range, Gel range, Premium range, new ingredient range)

• Skin Care: DermoViva USA, Fem and Jaquline are the brands offered in this
category. The products include face wash, face scrub, face mask, body creams,
body lotions, sun care, soap, body wash and hand wash.

• Baby Care: DermoViva Baby is the brand offered in this category. The product
list includes Hair Oils, Massage Oils, Soaps, Shampoos, Body lotions, Creams,
Enriched powder and baby wipes. The following are the product categories offered
by Dabur in India: Health Supplements, Digestives, Shampoos, Hair Oils, Skin
Care, Foods, Oral Care, TC & Ethicals, Home Care, Guar Gum. Dabur positions its
products as healthy for its customers. Its committed in offering its customers
products that are of excellent quality and are herbal.
Price:

Dabur follows different pricing strategies in its marketing mix for different product
offerings. For its premium products such as Dabur Herbal (Premium range), Sun
care, body wash, body creams are priced at a premium as they are targeted at high
end target segment. For its low cost products, the prices are kept low and
competitive pricing strategy is followed. More emphasis is given on the product
quality and its products are priced low to gain more customer base. Its main aim is
to sell more units although through a lesser margin. Since it a competitive industry
with major players, Dabur has to follow a competitive pricing policy for its non-
premium products to sustain itself in the long run.

Place:

Dabur is one of the leading FMCG companies in India. The main aim of the
FMCG company is to make its products available at most number of outlets and
also to ensure that there is no stock out. Shelf space also plays an important role in
creating visibility. Being in the industry for many years, Dabur has built an
extensive network of distribution channels. The marketing mix promotional
strategy of Dabur is dependent upon its manufacturing plants, distributors and
retailers. The distribution is not only in India but abroad as well. In India, Dabur
has various plants manufacturing located throughout the country. Most of its plants
are located in Himachal Pradesh, Rajasthan and Madhya Pradesh. From these
plants, the products are transported to the carrying and forwarding agents. From
there they are passed down to the stockists, distributors, wholesalers and then
retailers and Kirana stores from where the final consumers can purchase the
products. Sometimes the products are transported directly to the supermarkets and
modern retail through the distributors. Dabur also exports its products to Dubai,
Bangladesh, Egypt, UK, Nigeria, US and Nepal where they have overseas offices
which manage the distribution and sales.

Promotion:

Dabur does its major promotions through TV advertisements. In India, famous

celebrities and sportsmen endorse their products. Amitabh Bachchan is seen in ads
like Dabur Chyawanprash and Dabur Hajmola. Sonakshi Sinha endorses for Dabur
Vatika. It also advertises on newspapers. Hoardings are put up at retailers and
supermarkets.